The University of Adelaide reports that creating powerful marketing campaigns requires observation and understanding of human behavior, because powerful marketing strategies are techniques that are built on psychological principles. The role of copy in marketing is to connect with a reader enough to leave a lasting impression and persuade them to take a particular action.
Depending on the product or service you’re trying to sell, the Call to Action (CTA) will differ. But ultimately, the entire written copy is the CTA, and it’s important to understand the psychology of human behavior when attempting to persuade and have an effect on a consumer's decisions.
According to Psychology Today, consumer decisions are often influenced by emotions, memories and experiences, biases, or preferences. Catering to these psychological needs is the key to tapping into the mind of the consumer and effectively making your mark on their psyche. In this article, we’ll explore some of the psychological factors to consider when creating copy and take a look at a few examples of how these tips for writing have been applied in real life.
Fitting in and being part of the community is a very important aspect of human nature, and marketing always plays on humanity’s most animalistic traits. An important part of human social interaction is hierarchy, status, and the idea of being exclusive. Copywriting has the power to make audiences want to be part of your exclusive group.
Humans like the idea of being “one of the first” or “one of the few” people to have something, so including phrases that denote limitation and create urgency is a good way to get them to take action.
We’ve all come across an advert for an event that promises free goodies for the first few guests to arrive, or an email offering insane discounts to everyone who makes a purchase during a specific time, or in fewer words, first come first served. This sense of urgency and scarcity plays on the human desire to be exclusive, and it can be the foundation for writing effective copy.
To some degree, all humans are analytical, and we want to see evidence before we jump right in and believe something is true, or worth spending money on. Including statistics and percentages of people who have the same problems as your target audience is, again, a great way to make them feel like part of a community. Additionally, providing testimony or ratings and reviews from customers in your copy validates what the brand claims to deliver.
According to research done by Big Commerce, 92% of customers report reading online customer reviews before making a purchase, and it’s also reported that using customer testimonies in marketing can generate an addition of more than 60% revenue on average.
A very relatable example that highlights the power of evidence is the toilet paper phenomenon of 2020. With no prompts or instructions, Americans cleared store shelves of toilet paper because there was evidence that other people were buying it during a time of crisis.
As an extension to the point about evidence, people are likely to only consider the evidence as true when it comes from a voice of authority or a trusted source. This is why you’ll often come across copy that includes quotes or stats from scientists, doctors, or even trusted news outlets. At other times, the brand will establish itself as the voice of authority.
Aquafresh toothpaste takes on the role of the latter, establishing itself as the brand that should be trusted by the one who makes decisions at home. “Aquafresh does it all-in-one, Mum” cements the idea that even the one you trust, trusts this product. And if you’re a mom, it establishes a relationship of trust between yourself and the brand.
The psychology of human behavior can be largely influenced by memories and emotions, and good copywriting must take advantage of both when the opportunity arises. In the same way that the Aquafresh tagline plays on the emotional attachment people have to their mother, all compelling copy must make people feel things in order to persuade them into taking action. People are quick to take action based on how they feel, rather than what makes sense.
The less expored side of things that can affect consumer behavior and the decision-making process include stress, lack of information, and limited resources. Writing copy that resonates with and solves these problems can strike a nerve in your audience and call them to action, so keep these in mind as well when creating evoking copy.
Cognitive bias refers to the way our brains identify patterns when making decisions, and it’s a psychological factor that presents copywriters with an opportunity to speak to the audience’s tendencies. Understanding cognitive bias helps to determine things like the type of evidence to include in your copy to really make it valid. Sometimes, quotes and testimonies from customers are more effective than the words of a doctor, or the person who was in the lab making the product.
Skincare brands may claim that a user will see results within 2 weeks of using their product, and they could even include the results from their lab tests. However, the best way to really find out how effective a product is, is to hear from people who have actually used it. In this example, being relatable trumps the voice of authority.
If you want to be relatable to your audience, it’s essential to consider consumer psychology when creating the copy. It helps you to establish a relationship of trust, and can ultimately persuade your readers into action. The team at TMG Global is committed to learning your particular audience in order to help your brand cement itself in their minds. Read more about the services we offer, and get in touch with us to find out how we can cater to your communication needs.
